What's in a name? More than 200 years of history in the case of Norwich Union. But the marketing men have spoken and some time over the next two years the brand will be put to bed and replaced with the name of the insurer's parent company, Aviva.
As a worldwide brand Aviva has a lot going for it - it is shorter, it's easier to spell, it has oomph, it's not anchored to a time or place. The contestants on the Apprentice would never suggest calling their made-up companies Norwich Union, but they might just come up with something like Aviva. Which says it all really.
With the change, the name of a company that was set up in 1797 to offer insurance against the risk of fire - and more recently (and annoyingly) offered to quote us happy - will be consigned to history, alongside other deceased financial brands such as the Midland Bank and the Heart of England building society.
So do you miss any of the old firms? Or does it not matter to you what a company is called as long as it offers a good deal?
